The Challenge: A Seasonal Greeting That Stood Out
Kleinschmidt Group, a leader in environmental and water resource engineering, wanted a Halloween card that wasn’t just another paper mailer. They envisioned something immersive—a custom artwork that could blend their brand messaging with a playful, interactive experience. Their concept was, what’s "scarier than scary" to their clients?
With Halloween fast approaching, Gina Renee Autrey, Director of Marketing and Communications, reached out to Benji’s of Brooklyn for help creating a custom AR project—one that would combine physical print with augmented reality art to catch the attention of their network of clients and partners.
But there was a catch: the timeline was tight. From initial concept to final delivery, Benji’s had just over two weeks to create the design, develop the AR filter, manage printing and fulfillment, and ship 79 cards—complete with envelopes—to the client’s mailing list.
The Creative Process: Custom Artwork Meets Augmented Reality Wall Art
Benji’s of Brooklyn worked closely with Kleinschmidt’s team to brainstorm ideas. The creative direction was clear: evoke a spooky Halloween vibe—forests, full moons, and classic haunted imagery—with an unexpected twist.
Kleinschmidt wanted their signature dam structures featured in the design, reinforcing a “scary” image to their clients on point with the seasonal theme. Benji’s developed a storyline and AR flow that began with a foggy forest, shifted to reveal the dam through the trees, and built into a crescendo of creaking structures, falling water, and spiderwebs—all wrapped in a polished, 20-second augmented reality art experience.
Due to the tight turnaround, Benji’s used AI-generated elements as a starting point for the custom artwork—a practical solution that allowed the creative team to move quickly while maintaining quality.
The process involved:
-
Breaking down visual assets and creating the intended storyline with Kleinschmidt
-
Programming the AR filter for Instagram, accessible via a QR code on the back of the card
-
Testing and refining animations for a seamless user experience
This wasn’t just a printed card—it was augmented reality wall art in a greeting card format: a piece that lived both on paper and in the digital world.
Production & Delivery: A True Commercial Art Project
This project wasn’t just about creating art; it was also a standout sales piece that required complex logistics. Benji’s managed:
-
AR development and testing
-
Print production
-
Envelope, addressing, and postage
-
Final distribution to all recipients by the October 28 deadline
Remarkably, this was done with experienced print-on-demand partner, printing house TPS (Total Printing Systems)—a collaboration that gave the groundwork for multiple projects requiring a tight turnaround and blending a truly unique physical and digital experience.
The Impact: A Memorable Experience, On Time and On Brand
The response? Resoundingly positive impact. Kleinschmidt’s marketing team was thrilled with how the project turned out—delivered on time, beautifully executed, and having their client talk about it long after the pumpkins and ghosts of the season faded.
"AR isn’t just about flashy effects," said TC Chou, Creative Director at Benji’s of Brooklyn. "It’s about storytelling. With this project, we showed how custom artwork and augmented reality art can bring a brand to life in unexpected ways, all while serving the client’s needs."
This project proved that even with a tight timeline, a custom AR project can merge creative vision with practical logistics—offering clients a fresh, memorable way to connect with their audience.